Nokian Tyres is the title sponsor for the World Orienteering Championships in Strömstad

The Nokian Tyres World Orienteering Championships, WOC, will begin on Saturday 20 August in Strömstad, Sweden, and last until 27 August. There are over 400 participants from 46 countries. Nokian Tyres, the world's northernmost tyre manufacturer, is the title sponsor for the championships.

“Challenge” is one of the keywords for the championships. This refers to the challenging terrain in Western Sweden and to the inherent challenge of orienteering.

− The Nokian Tyres brand demonstrates the same mentality: succeeding under exceptionally demanding conditions through intelligence and relentlessness. This is exactly why Nokian Tyres is the title sponsor for the World Orienteering Championships this year and in 2017, says Antti-Jussi Tähtinen, Vice President, Marketing and Communications for Nokian Tyres.

− Nokian Tyres is an excellent partner for us, since the company's product development focuses on the control of challenging conditions and eco-friendliness, both of which are also important for orienteering enthusiasts. We are very happy to have Nokian Tyres as a title sponsor, says Tom Hollowell, CEO of the International Orienteering Federation.

During the championships week, elite orienteers from around the world compete in five events: sprint, sprint relay, middle distance, long distance and relay. Spectator races are also arranged during the week, under the heading of Rocky Orienteering Circus. Thousands of orienteers are expected to attend these races. Several other events are also expected to bring thousands of people to Strömstad.

Nokian Tyres is the world’s northernmost tyre manufacturer and the market leader in its core product groups in the Nordic countries and Russia. Demand for the company’s products is also heavily increasing in the Central European and North American markets. Nokian Tyres’ best-known brand is the Nokian Hakkapeliitta winter tyre that will be 80 years old this year. Countless innovations, winter tyre patents, world records and excellent success in magazine tests during the past decades have made the Nokian Hakkapeliitta tyres legendary snow road championships.